The Web 2.0 as Marketing Tool: Opportunities for SMEs

The new generation of Internet applications widely known as Social Media or Web 2.0 offers corporations a whole range of opportunities for improving their marketing efficiency and internal operations. Web 2.0 applications have already become part of the daily life of an increasing number of consumers who regard them as prime channels of communication, information exchange, sharing of expertise, dissemination of individual creativity and entertainment. Web logs, podcasts, online forums and social networks are rapidly becoming major sources of customer information and influence while the effectiveness of traditional mass media is rapidly decreasing. Using the social media as a marketing tool is an issue attracting increasing attention. The hitherto experience is that large public corporations are more likely to make use of such instruments as part of their marketing and internal operations (McKinsey, 2007).The paper defines the Web 2.0 phenomenon and based on the experience of large corporations examines how SMEs could engage the various Web 2.0 instruments in order to efficiently market their products, improve customer relations, increase customer retention and enhance internal operations

From physical marketing to web marketing

Reviews the criticism of the 4P marketing mix framework as the basis of traditional and virtual marketing planning. Argues that the customary marketing management approach, based on the popular marketing mix 4Ps paradigm, is inadequate in the case of virtual marketing. Identifies two main limitations of the marketing mix when applied in online environments namely the role of the Ps in a virtual commercial setting and the lack of any strategic elements in the model. Identifies the critical factors of the Web marketing and argues that the basis for successful e-commerce is the full integration of virtual activities into the company's physical strategy, marketing plan and organisational processes. The 4S elements of the Web marketing mix framework offer the basis for developing and commercialising business to consumer online projects. The model was originally developed for educational purposes and has been tested and refined by means of three case studies

The 4s web-marketing mix model

This paper reviews the criticism on the 4Ps Marketing Mix framework, the most popular tool of traditional marketing management, and categorizes the main objections of using the model as the foundation of physical marketing. It argues that applying the traditional approach, based on the 4Ps paradigm, is also a poor choice in the case of virtual marketing and identifies two main limitations of the framework in online environments: the drastically diminished role of the Ps and the lack of any strategic elements in the model. Next to identifying the critical factors of the Web marketing, the paper argues that the basis for successful E-Commerce is the full integration of the virtual activities into the company’s physical strategy, marketing plan and organisational processes. The four S elements of the Web-Marketing Mix framework present a sound and functional conceptual basis for designing, developing and commercialising Business-to-Consumer online projects. The model was originally developed for educational purposes and has been tested and refined by means of field projects; two of them are presented as case studies in the paper.\ud \u

On the distribution of the density of maximal order elements in general linear groups

In this paper we consider the density of maximal order elements in $\mathrm{GL}_n(q)$. Fixing any of the rank $n$ of the group, the characteristic $p$ or the degree $r$ of the extension of the underlying field $\mathbb{F}_q$ of size $q=p^r$, we compute the expected value of the said density and establish that it follows a distribution law.Comment: 20 pages, substantial corrections. Accepted for publication at The Ramanujan Journa

Finite saturation for unirational varieties

We import ideas from geometry to settle Sarnak's saturation problem for a large class of algebraic varieties

Generalised divisor sums of binary forms over number fields

Estimating averages of Dirichlet convolutions $1 \ast \chi$, for some real Dirichlet character $\chi$ of fixed modulus, over the sparse set of values of binary forms defined over $\mathbb{Z}$ has been the focus of extensive investigations in recent years, with spectacular applications to Manin's conjecture for Ch\^atelet surfaces. We introduce a far-reaching generalization of this problem, in particular replacing $\chi$ by Jacobi symbols with both arguments having varying size, possibly tending to infinity. The main results of this paper provide asymptotic estimates and lower bounds of the expected order of magnitude for the corresponding averages. All of this is performed over arbitrary number fields by adapting a technique of Daniel specific to $1\ast 1$. This is the first time that divisor sums over values of binary forms are asymptotically evaluated over any number field other than $\mathbb{Q}$. Our work is a key step in the proof, given in subsequent work, of the lower bound predicted by Manin's conjecture for all del Pezzo surfaces over all number fields, under mild assumptions on the Picard number